Learn how Kleenex has mastered the art of brand salience
There is a reason why Kleenex is the number one selling facial tissue brand in the world – brand salience. When runny noses make an appearance, Kleenex is top-of-mind for most consumers.
Building brand salience with Kleenex / Kleenex
Anyone who has ever had a cold knows that 'Kleenex' has become synonymous with facial tissues. Used interchangeably, many people don’t differentiate that Kleenex is in fact a brand name, while facial tissue is the generic form. Despite this little quirk, Kleenex is top of mind when thinking of tissues. Whether you are sneezing, wiping makeup, or crying, Kleenex is the thought that pops up in our brains. This is brand salience – and Kleenex has perfected the art.